Black Friday / Cyber Monday is a clear opportunity to drive direct transactions through one-time offers, but you need to focus on developing relationships with your new website visitors and customers beyond one sale. Your bigger opportunity is with the lifetime value of the new customers you generate.

Set up 2 content emails with PS graphics that drive traffic to your site.

Remember to reintroduce your brand, tell your story, aspirations, and mission/vision ("feel good about buying from us"). Make sure to include any key points about your brand. For example, do you practice sustainability? Do you have social proof?

PRO TIP: Prime email sending time to 7am, 5pm, and 7pm.

PRO TIP: Showcase products that are popular and profitable (top of emails and collection pages).

⌧ Campaign #3 - Holiday Sales

Timeframe: December 3 - December 9

8 emails and 2 are value based. Focus on core "hero" product(s) or collections -- different concept from Black Friday and Cyber Monday.

Sub campaign: Not a huge discount, but about how awesome these products or collection are.

PRO TIP: Use a discount ladder. If someone has already bought from you, you need to switch up your communication and exclude certain emails and ads (Klaviyo is really great for this).

Hit the one-time purchasers with an offer they can’t refuse. For example: they bought a product at 15% off -- let's hit them with a limited time offer (3 days) to get another product for 20% off.

⌧ Campaign #4 - Standard Shipping Deadlines

Timeframe: December 10 - December 14

This is the last time someone can order and receive their shipment before the holiday gifting period.